COURSE DESCRIPTIONS

E11 - SAM2WIN: The interactive online game where SAMs compete for the business of a strategic account

E11
Availability:

September 1-November 22, 2020 Virtual

August 5-13, 2020 Virtual

Format: Self-Directed/Live Online

In this highly innovative online program, participants will compete against their peers to develop and implement an account strategy while trying to earn the business of a strategic account. Through a mix of game play, narratives and problem-solving activities, players will gain the principles and tools necessary to develop a superior growth strategy for a top customer account.

TOPICS COVERED:

 

During the 12-week course, participants will perfect their ability to:

  • Define and segment a strategic account in new ways that reduce competition
  • Choose the best sales opportunities for the future that align with the buyer’s needs and leave competitors stuck in the past
  • Position their brand in a superior way that connects with real customer needs
  • Capture their account strategy in a plan that can be used to sell the strategy internally
  • Be better at implementing the plan in a dynamic world
  • Form a holistic understanding of account management by fitting the various pieces together

Weeks 1 - 4: Account Segmentation

  • Use marketing strategy thinking to develop powerful account strategies
  • Define and segment a strategic account in new ways that reduce competition
  • Use segmentation to decide where to compete

First decision round

Weeks 5 – 6: Opportunity Targeting

  • Understand strategic portfolio analysis
  • Ensure the account strategy is aligned with the customer’s procurement strategy
  • Choose the best sales opportunities

Second decision round

Weeks 7 – 8: Superior Positioning

  • Understand value propositions and how to spot the gaps and gold that lies within them
  • Position the brand to beat the competition in a way that connects with real customer needs
  • Create financially quantified value propositions

Third decision round

Weeks 9 - 10: Account Planning

  • Understand the difference between average account plans and the best ones
  • Learn to put the “strategy” into strategic account planning
  • Use the plan to get the needed resources

Fourth decision round

Weeks 11 - 12: Implementation

  • Prepare for the perilous journey that is implementation
  • Improve the odds of plan success
  • Implement account plans in a dynamic world

Final decision round: One team will be selected to win the business

Creators: Malcolm McDonald, Emeritus Professor, Cranfield University School of Management, and Edmund Bradford, Managing Director, Market2Win

Register

Faculty: Malcolm McDonald, Emeritus Professor, Cranfield University School of Management, and Edmund Bradford, Managing Director, Market2Win